Evangelical women are also large consumers of evangelical media and ministries, and their support of these organizations is crucial. Should they shun both Trump and the predominately male evangelical leadership, it may have a ripple effect in these organizations' fundraising abilities and their ministerial efforts.
Trump, despite his divorces and 'worldly lifestyle', appeals to evangelicals because he is wealthy, powerful, and pays them lip service. They support him because they are tired of losing the culture wars and are addicted to the perks of power.
American Presbyterians, as a whole, have already lost a large percentage of their population since 2008, in part because of the creation of the Evangelical Covenant Order of Presbyterians (ECO) - which formed in 2012 as a response to the ordination of out gay men and lesbians within the PCUSA.
In evangelical and Pentecostal churches, most people have a home church they identify with, but you have a favourite pastor or evangelist that you listen to occasionally. Studying scripture means you don't just read the Bible: you read devotional books and books designed to help your spiritual walk or the church broadly construed.
In the past, candidates' performances of 'Christianity' have been strong points for voters, but Trump's ascendancy with evangelicals has eviscerated that expectation. Evangelicals, like other voters, can be very pragmatic about the issues they want addressed by the leadership they support.
Whether Trump knew it or not, his strong language tapped into evangelical beliefs about the 'last days' and America's role in biblical prophecy.
Trump, despite his shallow depth of biblical knowledge, plays into both the apocalyptic end-time fears of evangelicals and their nostalgia for a 'small town' America.
Trump's blatant racism and demonization of Muslims, Mexicans, and immigrants also serves as a foil for white evangelicals. By othering these groups, Trump allows evangelicals to persist in their belief that white Anglo-saxon Protestantism is the default for true American Christianity and is best suited to lead America as a 'Christian Nation.'
McCain courted in 2008 what I would call 'fringe' evangelicals, in part because evangelicals were skeptical of his commitment to values voters. McCain's embrace of Palin came after having to scuttle endorsements from John Hagee and Rod Parsley, charismatics who believed in Armageddon and fiercely supported Israel.
Evangelicalism's moral values are now articulated by reality stars like the Duggar family, who Mike Huckabee embraced, and 'Duck Dynasty,' whose patriarch, Phil Robertson, endorsed Cruz. Palin herself, an evangelical darling in 2008, has had two reality TV shows: 'Sarah Palin's Alaska' and 'Sarah Palin's Amazing America.'
