There’s a big distinction between winning over people who voted for Trump vs. people who liked Trump so much they went to rallies or donated or backed him in other ways. Moderate Republicans did flex some political muscle in the Alabama race against Roy Moore. Even McMullin’s group in particular. But that’s the exception, not the rule. When places like the NYT hire moderate conservative writers, they’re hiring people who speak for a small constituency in the Republican party that’s out of power.
This is an interesting report and it puts some numbers on who didn’t vote or went third party vs. Obama-to-Trump voters: https://www.dataforprogress.org/future-of-the-party-report/