Save money, be conscientious, and ensure water availability.

That's what the Water Research Foundation has identified as the top three water conservation messages promoted by drinking water utilities — all while managing shrinking revenues. Water Conservation: Customer Behavior and Effective Communications is the result of a survey of six public utilities in four states — Washington, Florida, Arizona, and North Carolina — that began in 2006.

End-uses such as toilet flushing and washing clothes are concerns nationwide. That allows water utilities to promote similar behaviors (such as replacing inefficient toilets, improving irrigation efficiency, and eliminating single-pass cooling).