This article discusses a study funded by the Water Research Foundation that investigated the relationships among the water conservation behaviors of customers, demographics and other factors, and effective communication. Through guidelines that water agencies can use to design effective, integrated communication approaches aimed at influencing water conservation behavior, the report, Water Conservation: Customer Behavior and Effective Communications, will assist water utilities in designing and implementing social marketing campaigns through three mechanisms that include: sharing informational resources on social marketing; sharing lessons learned from other water utilities; and, sharing research on links between demographics and effective communications for use in designing targeted communications campaigns, particularly when budgets are limited.