The end is definitely coming soon. The tower is falling, and the beast is lashing out in a last ditch effort to grab as much cash and ruin as many families as possible before the GB loses all its power.
To answer your question from the perspective of my JW mother, here is a conversation I had with her recently.
Mom: "I really feel like something is going to happen in 2014."
Me: "Oh! What do you think is going to happen?" (I have been reading ahead, so already know something is coming).
Mom: "I don't know, but it's going to be big."
Me: "What makes you think that?"
Mom: "You know, the millenium... and I just have a feeling..."
Me: "You do realize that a millenium is 1,000 years, and not 100 years, right?"
Mom: "Yes. I just feel like next year is going to be important for some reason."
If you want to see how desperate they are becoming, take a look at the November 15, 2013 Watchtower Study Edition. It reads like psychotic rantings from the Nazis. They are really starting to panic, as they realize that people might wake up and leave the organization.
100 years and counting...