Hard lessons for LDS Church from Romney's presidential campaign

Mitt Romney isn't the only casualty in his failed presidential bid. The Mormon church, yearning for broad acceptance, also took a beating.

Extremists denounced Romney's campaign as a Mormon plot to take over the country. Some Evangelicals feared that a Mormon in the White House would draw more converts to his faith.

Mormon practices were picked apart, even ones that had been abandoned long ago such as polygamy. Romney tried to focus on politics, but was often asked about sacred Mormon undergarments.

"It is prejudice," said Richard Bushman, an emeritus professor at Columbia University, who is a leading historian and devout Mormon. "Underlying all these questions is that these beliefs are basically crazy so you've got to explain them to us."

The Church of Jesus Christ of Latter-day Saints anticipated some of the backlash and tried to get ahead of it. Well before the former Massachusetts governor officially announced his candidacy, Mormon officials started traveling the country, speaking with reporters and editorial writers about the LDS church and its political neutrality.

The goal was to protect the church. But nonpartisanship handicapped the denomination when it needed a vigorous defense.

"I'm not questioning the policy of neutrality. That's not in any doubt," said Michael Otterson, the church's media relations director. "But I think the very reality is that we've had to be very careful about choosing our words and not appearing to either be supporting or not supporting a particular candidate."

Before Romney ran, Mormons thought they were generally accepted in the mainstream, especially after their previous success in the world spotlight: the 2002 Salt Lake Olympics.

Yet, in November, half of respondents to an Associated Press-Yahoo poll said they had some problems supporting a Mormon presidential candidate. Among white evangelicals, more than half expressed reservations about backing a Latter-day Saint.

"I was surprised at the level of intensity and sometimes flat out animosity," said Lowell C. Brown, a Los Angeles attorney who is Mormon. "I had no idea. I'm in my 50s, I've been a Mormon all my life, I've lived in L.A. for 25 years, and it floored me."

Many Christians said they were raising legitimate theological concerns, not Mormon-bashing.

The news service of the Southern Baptist Convention, which considers the LDS church a cult, ran a six-part series through December explaining why they don't consider Mormonism to be Christian. (They also profiled a distant Romney relative who is Protestant and manages a Southern Baptist-affiliated bookstore in Salt Lake.)