It was a factor. I was chatting with a neighbor, who is a Methodist, and he did not vote for Romney specifically because of his faith. He voted for McCain. We have a large Mormon Community in our rural area. They don’t go door to door, and they contribute an enormous amount - particularly to youth sports, schools and local government. But Evangelicals and other Christian faiths shun them as non-Christian. Can’t get around it, the prejudice is there.
Also, Romney never campaigned in rural California where his base might have been. He lost many Fred Heads he could have picked up. I got stuff and phone calls from McCain, but not Romney.
That's how it's done now.