Consider these numbers. Roughly 11.6 million Bush voters described themselves as part of the "religious right" (the unfortunate nomenclature chosen by the folks who do exit polls)--compared with 10.6 million who voted for 1996 Republican nominee Bob Dole, according to analysis done for Beliefnet by John Green, director of the Ray C. Bliss Institute of Applied Politics at University of Akron. (And this underestimates the evangelical vote, since many would reject the "religious right" label)
An increase in evangelical turnout enabled Bush to pull his upsets in Tennessee and Arkansas--without which Bush would not be president-elect--and provided the margin of victory in Florida. Had Bush merely done as well with evangelicals as Dole had, he would have lost Florida.
Yet at the same time that Bush was drawing a record number of evangelicals, he also won 44% of self-described moderate voters and 43% of women voters.
In other words, he drew a surge of votes from evangelicals without alienating moderate voters--a formula for victory and, potentially, for a new governing alliance.
How did he do this?
Bush and his advisers--most of whom were intimately familiar with the politics of the religious right--understood that he could keep Falwell and Robertson at arm's length, thereby giving himself a chance with moderates without hurting his evangelical support. That's why neither men were given prominent roles at the Republican convention, and neither campaigned with him in the general election, though both continued to play behind-the-scenes roles.
Bush also realized that he could adopt a moderate tone on abortion and gay rights--as he did during the general election campaign--without undermining his appeal to evangelicals. Early on, the National Right to Life Committee made it clear to the Bush campaign that they'd back his moderate rhetoric, which emphasized changing public opinion on abortion rather than changing the Constitution. Amazingly, even after Bush said he wouldn't work to block RU-486, the abortion pill, pro-life leaders bit their tongue publicly and privately. Leaders of the religious right gave George W. Bush a lot of room.
But if Bush's moderate rhetoric and keep-Pat-and-Jerry-at-a-distance strategy explain why moderates didn't flee, it doesn't exactly explain why he still generated real enthusiasm among evangelicals.
The key is that Bush conveyed, through a brilliant deployment of evangelical phraseology, that he was spiritually and culturally one of them.
In an earlier era, it would have been hard for a politician to utter these words without scaring members of minority religions into thinking he was going to impose Christianity on them. But the nation has become so diverse and pluralistic--whether it's watching "Touched by an Angel" or reading the Dalai Lama or nominating Joe Lieberman--that Bush could make such statements without causing fear. Ironically, the less dominant Christians become, the more a Christian candidate like Bush can act Christian.
Bush was able to break the Jesus taboo because he had, at other times, established his bona fides as a tolerant man. Indeed, Bush broke another religion barrier: He was the first national candidate to talk regularly about "mosques," as in, government should value the good work being done by "churches, synagogues and mosques." This was partly designed to appeal to Muslims--and early signs are it worked--but it also helped convince others he was a religious pluralist. Having done that, he could talk about Christ as much as he wanted.
From the beginning of the campaign until the end, Bush pushed the buttons that subtly appealed to evangelicals. In his interview with Beliefnet, he twice mentioned that he was a "lowly sinner." This is classic Southern Baptist lingo, and it telegraphed immediately that he had spent some time in evangelical pews.
His emphasis on funding faith-based charity was a politically perfect example of being a "compassionate conservative." Conservatives heard the part about helping religion; moderates heard the part about helping the poor.
His comments about abortion focused on "partial-birth" abortion--a position that could energize evangelicals without alienating moderates (many of whom are queasy about the procedure).