How do they actually spend money "in the field?" Aside from special pioneers (which are being let go, so that can't be it) what money are they spending to further preaching? Maybe you could include money spent supporting COs, but really most of the COs expenses are taken care of by a special resolution at the individual congregations, so they shouldn't be expected to donate more to the WWW for that. They're cutting back on literature, so that's not how they're spending more in the field either. Where's the money going?
Something tells me that they got feedback from the May broadcast that "we aren't giving more money if you're just going to keep spending wastefully" and they're trying to walk the line by showing some fiscal responsibility without making it clear that they've really botched things up to this point (and that they clearly do not have god's blessing). Something tells me, though, that their "we need more money so we can spend it in the field" nonsense isn't going to get them much unless they're going to be more specific. Especially since starting at the beginning of this month they stopped paying the special pioneers that got the boot.
Edit: Looks like John Free and I had a similar though...