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Simon, I agree. I will tie your thought in with Mad Irishman's thought.
The average member can give what he wants and nobody will say anything personally to him. It's a beautiful thing, but at the same time that member is bombarded by all those things telling him that the congregation isn't donating enough, the attendees at the assembly are not donating enough, the need is great and the members are not showing their love and faith in Jehovah, but are taking too many vacations or wanting nice things in their home when they don't need them as badly as the Governing Body needs a heated pool in that cold NY state climate.
Plus Mad Irishman, YES- as a member of the body of elders, I felt "coerced." We had shortfalls and they asked each elder to give a set portion of that if they could (and you better back up your "I can't do it.") As a member, after dropping twenty bucks in the box at the assembly, then hearing how they are still several thousand dollars short, I felt coerced to drop in more. Maybe nobody would know, but members are trained to know that Jehovah knows you can skip a decent restaurant tonight and settle for less while out of town for the assembly.
Phizzy, He's just no good with money. Somehow, He just can't handle money.