They aren't hurting for money. They are just missing donation projections. They want to hit their numbers, like any business, to meet their goals for expansion (read - future luxury accommodations). Numbers are down... so instead of running a promotion or sale or hiring new sales people like other businesses would, they send Lett on the broadcast to talk to the "friends" about their "dedication to Jehovah". Guilt sells in religion land.
Astonishing - if you think it is supposed to be the "Truth" of all the universe backed by the Holy Magic of Jah.
If you see them as just another group of swinging di**s looking for a score, then it's completely predictable.
-TE