Inspired by Paul's post below I started listening to the other Beyond Belief lectures which are actually quite good so long as you ignore the crazy quantum-consciousness people who always seem to be able to trick their way into these kinds of events.
Lawrence Krauss gives a talk in the first webisode where he articulates a common argument that in the debate between science and religion which faults scientists for being too "hoity-toity". His argument is basically that accusing people of being dumb is no way to convince them of your position.
On one level this is an intuitive argument. However, I think it's useful for scientists to observe the tactics being used by the other side. Put simply, the other side has no problem with accusing people of being dumb. Nothing is more condescending than being told that you will burn in hell for all eternity because you don't agree with me. And more specifically the argument that ties religiosity to morality is very common.
I suppose the fact that the religious side of the debate doesn't really address the question of whether they are effective, but it is instructive. More broadly, I think scientists have to take a wider view of why people take on religious beliefs (focusing specifically on how people come to believe things which impede science) and try to emulate the best parts. There's a whole lot of social programs used to sell religion that could just as easily be used to sell science.