One of the dangers in restructuring is sending the wrong message.
I think that the Org has seen less money coming in since some of their Real Estate sales and the infamous letter about the congregation mortgages.
Most of the simple people amongst the flock may have interpreted that as " we (the Org) are ok financially" and especially since these are hard economic times for eveyone especially the poorer labor force that makes up a large part of the "army" of JWs.
I would think this has led to a downturn in contribution from the backbone members.
I think the Org has realized this and are trying to correct the impression by letting folks know that their future "plans" were based on donations staying at the rate they have been.
If you look at the video in terms of the "why" behind the "what" you see an interesting thing.
The video leads out with donated egg money? Seriously? Apparently.
Then we have a single young sister donating electronically.
Then a flash to people cleaning the Kingdom Hall.
The first one is to appeal to all the little old ladies who make up the biggest contributors to ALL televangelists.
The second is to appeal to the single pioneer and/or career sisters since women make up a greater part of the Org than men and also control the finances in a two contributor home.
The third one, is just to throw folks off the scent of it being ALL about money....after all, you can more likely contribute if you are there cleaning and see the contribution box, right?