One of the problems you are up against is that JWs will always assume that unloving actions are the fault of 'imperfect' elders. If only the GB knew what was really going on they would put it right.
The same thing happened under Stalin. He was personally behind the atrocities committed in the USSR but the people blamed lesser officials and wrote letters of appeal to him.
That is why I think both emotional appeal and facts are important. When bad things happen the mental shields come down and doubts flourish.