It definitely feels like the hard-hitting-message and the eleventh-hour-salvation thing are at odds, or they’re waffling back and forth…
…but there is one possibility.
They may think that the “Hailstone” preaching will compel non-members (or former members) to get (re)join the fold at the last minute…
…because (and this is, admittedly, kind of out there) they’re reserving the “Hailstone” message as a response if/when insolvency forces them to shut down.
Sort of a “prop us back up or you’re Armageddon Toast” thing.