The J W Org has not really progressed much from Russell and Rutherford's time. They are still basically a 19th Century Doomsday, End Times Cult.
All they have to sell is FEAR, having sold that to you, that if you don't join you are toast, they keep you in by the FEAR of being Disfellowshipped.
The problem for them is how you keep the FEAR going, crying "Wolf Wolf" as the old story shows, does not work, fatigue starts, then when the credibility of the engendered FEAR begins to wain for an individual, that person is free to lead a more normal life, if constrained by still being a J.W.
That is the Governing Body's problem, how to counter that process, of how to keep the fear going, set another Date ? dodgy, don't set one, where is the fear ?
Once freedom of mind is tasted, the Walls of Fear of exercising Mental Freedom begin to crumble, a few clicks of a mouse, and the whole House of Cards that is J.W teaching and claims comes tumbling down.
2034 is only 12 years away, I really don't think they dare now use that, but 1914 MUST be losing credibility as every day passes.
I think they are between a Rock and a Hard Place, and will decide on something that will last longer than 2034, but that will engender fear every year for the foreseeable future.
I am fascinated to see what that strategy will be.