I think it helps them immensely in local elections, but becomes more of a problem in the national playground. In the 2012 GOP presidential primarily, 4 of the 11 candidates claimed god chose them personally to be president, and we see none of them are. With the exception of Huntsman, who seemed not to want to discuss religion or social issues and focus on foreign and domestic policies (he shut down religion and social issues conversations by saying that choice is settled, we should be a truly equal society where LGBTQ are concerned, and taking a Kennedy-esque stance on his mormonism) and he was one of, if not the, first to go from the primary process. Most republicans will claim that it's the "lamestream media" that keeps the rhetoric focused on GOP stances on social issues and god, but that just seems to be because they spend most of their time in an interview backing away from the latest extreme comment they made (like Ben Carson's "being gay is a choice because people who go to jail straight come out gay").