Watchtower is calendar and money-driven. Watchtower is a literature printing company in an era where printing is almost dead. Many print magazines have gone online in the hopes that people will pay for them on their tablets. That has not gone well.
I don't have the answer to "turn things around" in the long run, but I see a replay of 1975. When they declared (but did not declare) that the end of the world was coming, it was a replay of times before when they managed to come out ahead. In 1976, they had financed the modernization of presses and they gained more members than they lost over the issue. As a matter of fact, they gained more members than they ever would have if they had not done their Armageddon play.
So I see 2034 as their next big play. Membership recruiting is DEAD right now. The only real growth is from a small portion of the children who grew up in it. They will not really, in the computer age, change their recruiting of adults, but I see them trying to retain more kids. The vast difference between this Armageddon declaration and those of the past is that this one will kill them when it fails. So I see them using it as a way to focus more on taking more money from the members than actually growing in membership.
After the fail, they will be like Scientology- rich in property and/or money but with a small membership. And maybe the Governing Body members will take the money and run. Or maybe they will encourage members to get married and have lots of children so they have a "next generation" to attend meetings. I doubt either of those. More likely, they will use their financing to try to become some kind of internet religion and sell ALL the Kingdom Halls.