"Therefore keep watch, because you do not know on what day your Lord will come," so says Matthew 24:42.

That piece of scripture, cited from the New International Version of the Bible, is the foundation of this year's "Keep on the Watch" Jehovah's Witnesses district convention scheduled to begin today at the Roanoke Civic Center.

The annual three-day convention will focus on interpretation of signs of the end of the world and how to survive Armageddon, according to a Witnesses news release.

New members will also be officially welcomed into the fold.

Organizers expect 5,700 attendees from south, central and Southwest Virginia, as well as the Shenandoah Valley and eastern West Virginia. They also hope to attract nonbelievers.

Although small, at about 1 million American members, the Jehovah's Witnesses are one of the fastest-growing denominations in North America.

According to the National Council of Churches' annual survey, in 2007 the faith reported the largest growth rate -- 2.25 percent -- among the 25 largest Protestant denominations. Many other groups reported declines in membership.

Witnesses publish the Watchtower magazine, and the U.S. denomination is based in Brooklyn, N.Y.

Witnesses are known for their focus on door-to-door ministry and a lack of formal religious leadership and tithing.

Doctrinally, Witnesses believe in Jesus Christ but reject the concepts of the trinity and of hell.

Only 144,000 people will go to heaven, the faith teaches, but those who live a godly life may spend eternity on earth in a restored Garden of Eden.

The souls of those who reject God's laws will be destroyed, according to the doctrine.

Workshops and other convention events are free and open to the public.