The prosperity gospel (aka "name it and claim it") is a gospel of greed. It seeks the Lord, not for Himself, but for what's in His hand. Like dogs that expect treats when they wag their tails, prosperity people want God to fill the slobbering mouths of their bank accounts.
Schemes abound, pandering to the desires of Christian people who compete with the pagan Joneses. "Give To Get" is the phrase theologians use to describe the financial offerings of these people. Prosperity folk hold that if they give $100 to God's "company," He returns their stock a hundredfold. Rarely is this realized, but as chance factors in, some do come into resources and perpetuate the heresy. I would like to think that it's only the very immature, poor, or ignorant who get sucked into this, but, well OK, it is the very immature, poor and ignorant who get sucked into this.