I remember the days years back when they never asked for money.
I am sure this is all about the many lawsuits they are being hit with PLUS they are fast losing a demographic they are NEVER going to see again - the very elderly with the disposable income. These people retired in a healthy economy. They are the ones who threw money around like it was confetti. They gave to useless Kingdom Hall renovations. Gave bequests to the religion. They gave money to deadbeat pioneers I'd never give a dime to.
The younger people after them are struggling to make ends meet aren't even inclined to be charitable. They have the Internet and will never see the religion in the sainted light their predecessors do.
Also, surely nobody thinks all the disturbed individuals there with serious issues are going to give anything.
The religion knows all this or their advisors have informed them of these facts. The religion is merely wanting to get as much money now while they can in preparation for the lean years they see ahead IMO.