Steve2 - I completely agree with your take. And, I think the WT leadership is also well aware of the apathy within the organziation. All their effort to date has been focued on recruiting new members with very little effort placed on retaining current members. When baptisms were rolling, it didn't matter that 40-50k were leaving out of the back door. Now, baptisms are slowing down, kids fading or getting df'ed at a young age never to return.They really are at a loss as to what to do.
They need to do something to combat the apathy. It almost seems like there's one school of thought that the load should lighten (reducing meeting days and time) and at the same time, there's a school of thought that the rank & file should be cracked down on (the prohibition of college).
I think they're only chance of any long term meaningful growth is to either:
1) have a charismatic leader emerge and pick a new end date - not likely given the current crop of DO/CO/Bethel heavies. They lack the creativity of Franz or forcefulness of Rutherford. And, if they pick a new end date and go past it, they will be toast this time. It's a very risky proposition.
2) make changes that appeal to the younger generation - churches around here offer different classes that appeal to different demographics- men study groups, divorcee study groups, youth groups. These types of groups help build community and probably help the church appeal to new comers. They also help retain current members. The churches also have some sort of community outreach programs where they provide charity to ones in need. Again, this is helpful in engaging and retaining current members by giving them something fulfilling to be involved with. Certainly, service isn't very fulfilling to either the publisher or the householder.
Thus far, leadership has shown itself inempt in dealing with its current internal issues. An apathic membership means lower contributions and less control. I will say that apathy is an issue that is faced by many religious organizations today. I think religion will always be around, its just that those who will grow and be successful are those that will figure out what their membership wants out of a religion and deliver it.