What Alliance for Water Efficiency does

Alliance for Water Efficiency (AWE) is a Chicago-based nonprofit 501(c)(3) membership organization founded in 2007 to promote the efficient and sustainable use of water. It serves water suppliers, businesses, government agencies, nonprofits, and academic institutions across North America through a tiered membership model, multi-stakeholder convening, and grant-funded research. The organization is led by President and CEO Ron Burke (since March 2021), Board Chair Pete DeMarco, and a Board that includes senior representatives from Houston Water, Chicago Department of Water Management, Whirlpool, Kohler, and IAPMO Group; it operates with a 1–10 person staff.

AWE's core offerings are Excel-based analytical tools and standards-administration programs. The flagship Water Conservation Tracking Tool (Version 4.0, launched September 2021) supports evaluation of up to 200 conservation measures with modules for plumbing fixtures, landscape standards, price response, water loss management, and California AB 1668/SB 606 compliance. The Cooling Tower Estimating Model (launched March 2021) estimates cooling-tower water use across utility service areas from minimal inputs. AWE administers the AWWA G480 Water Conservation and Efficiency Program Standard verification process and leaderboard (Platinum/Gold/Silver tiers and Exemplary Wholesaler designations), and operates consumer-facing assets including Home Water Works (350,000+ annual users), GetWaterFit, and Learning Landscapes grant-funded curricula. Other resources include the Data Center Primer for Water Service Providers, Sustainable Landscapes Utility Program Guide, Financing Sustainable Water guide, and Net Blue Ordinance framework.

AWE's business model combines recurring membership dues across five categories (water suppliers, business/industry, government agencies, nonprofits, academic institutions) with grant-funded research (e.g., The Scotts Miracle-Gro Foundation for Learning Landscapes). Pricing is not publicly disclosed. Distribution is community-led and event-driven: AWE co-presents the WaterSmart Innovations Conference (1,000+ participants, the largest urban water-efficiency conference globally) and hosts its own annual Water Efficiency & Conservation Symposium and regional member meetings. Direct distribution partnerships with Flume and Rachio allow utility members to offer discounted smart home water monitors and EPA WaterSense-certified smart sprinkler controllers to their customers.

Name

Alliance for Water Efficiency

Legal name

Alliance for Water Efficiency

Website

https://allianceforwaterefficiency.org

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Alliance for Water Efficiency is a Chicago-based nonprofit 501(c)(3) membership organization that develops Excel-based analytical tools (Water Conservation Tracking Tool, Cooling Tower Estimating Model), administers the AWWA G480 Standard verification program, and operates consumer-facing water calculators for water utilities, businesses, government agencies, and academic institutions across North America.

Ownership category

akta.pro rank

Product category

Water Conservation Services

NAICS

Environmental Consulting Services (54162), Environmental Consulting Services (541620)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Energy & Water Efficiency Programs (Corporate Resource Management) (EUAHAJAG)

akta.pro secondary industries

Water Resources & Watershed Protection (BPAGAGAK), Data Management, LIMS & Compliance Software (ELN, eDMS, reporting automation) (EUANAJAE), Water, Wastewater & Stormwater Compliance (BPAHAJAJ)

Keywords

• Water conservation research
• Water utility membership
• Conservation tracking tools
• Water policy advocacy
• Utility program standards

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Membership Dues: Organization operates as a membership-based nonprofit with dues from water suppliers, businesses, government agencies, nonprofits, and academic institutions. Members receive access to tools, research, webinars, peer networking, and discounted products.
2. Grants and Funded Research: AWE conducts grant-funded research projects and receives funding support from organizations like The Scotts Miracle-Gro Foundation for programs such as Learning Landscapes.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Alliance for Water Efficiency is a 501(c)(3) nonprofit membership organization that develops and distributes proprietary water conservation analytical tools (including the Water Conservation Tracking Tool and Cooling Tower Estimating Model), runs the AWWA G480 Standard verification program with public leaderboards, conducts grant-funded research on water efficiency topics, and convenes water utilities, businesses, government agencies, and academic institutions across North America through an annual symposium, regional meetings, and policy advocacy. Members gain access to tools, research, webinars, peer networking, and discounted smart water devices through distribution partnerships with Flume and Rachio.

Product overview

Alliance for Water Efficiency is a non-profit membership organization offering a suite of research tools, calculators, standards, and educational resources focused on water efficiency and conservation. The core product portfolio includes the Water Conservation Tracking Tool (Excel-based evaluation model for conservation programs), the Cooling Tower Estimating Model (CTEM) for estimating cooling tower water use, and the G480 Standard (verification and leaderboard program for water utilities). Additional offerings include the Sustainable Landscapes Guide, GetWaterFit consumer assessment tool, Home Water Works calculator, Learning Landscapes educational grants, Data Center Primer, Financing Sustainable Water guides, and Net Blue Ordinance framework. These tools serve water utilities, government agencies, and consumers across North America.

Differentiator

Problem solved

Functional benefit

Brands

• Home Water Works: Website and calculator tool for homeowners to measure water use
• GetWaterFit
• WaterSmart Innovations
• Water Efficiency Watch

Products and services

• Water Conservation Tracking Tool (Version 4.0) Excel-based model for evaluating water savings, costs, and benefits of conservation programs. Supports up to 200 separate conservation measures with pre-defined measure library, plumbing fixture efficiency codes, passive savings calculations, landscape standards module, price response module, and water loss management module. Available to AWE members.
• Cooling Tower Estimating Model (CTEM) Excel-based tool providing estimated ranges of water-cooled facilities, cooling tower count, total cooling capacity, water use, and conservation potential for utility service areas based on minimal input data including country, state, county, service population, and water quality. Available free to AWE members.
• AWWA G480 Water Conservation Standard Verification Program AWWA voluntary standard identifying critical elements of effective water conservation programs with verification process and leaderboard tracking for utilities achieving compliance (Platinum, Gold, Silver status, and Exemplary Wholesaler designations).
• Home Water Works Calculator Website with water usage calculator for homeowners, featuring mobile-responsive design, Spanish translation option, and indoor/outdoor water use analysis. Over 350,000 people use the site and calculator every year.
• GetWaterFit Assessment Online assessment tool for consumers to evaluate water usage and identify conservation opportunities.
• Data Center Primer for Water Service Providers Comprehensive resource for water utilities addressing data center water usage, cooling technologies, and water efficiency strategies.
• Learning Landscapes Grant Program Grant program and educational curriculum supporting outdoor learning spaces that teach students in grades 3-8 about water efficiency in landscapes, aligned with Next Generation Science Standards. Funded by The Scotts Miracle-Gro Foundation.

Quantifiable outcome

• Over 350,000 homeowners use Home Water Works calculator annually
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• FlumecoreGTM or Marketing PartnerAWE direct distribution partnership with Flume allows water utility members to offer Flume Smart Home Water Monitors to their customers at discounted prices. Working with existing metering infrastructure, Flume measures water use every 5 seconds and provides real-time information. Each utility gets a unique website for their service area.
• RachiocoreGTM or Marketing PartnerAWE direct distribution partnership with Rachio provides water utility members discounted prices on Rachio 3 Smart Sprinkler Controllers, certified by EPA WaterSense and SWAT tested. Allows users to control sprinklers via smartphone from anywhere.
• Corporate Advisory Council MemberscoreStrategic or Co-development PartnerNine Business and Industry members form AWE Corporate Advisory Council: Econics, Hunter Industries, Jacobs, LIXIL Water Technology Americas, Procter & Gamble, Scotts Miracle-Gro Company, Sloan Valve Company, TOTO USA, and Water Management, Inc. Council advises on water efficiency issues, suggests useful products/services, and provides feedback on initiatives.
• Southern Nevada Water AuthoritycoreStrategic or Co-development PartnerLong-standing AWE member and Board representative. Manages Water Smart Innovations Conference since 2008. National water efficiency leader recognized as inaugural AWE Member of the Year.
• California Water Efficiency Partnership (CalWEP)coreStrategic or Co-development PartnerCollaborative partner for Water Conservation Tracking Tool Version 4 development and California Edition. Co-sponsor of regional meetings. California-based equivalent organization.
• Water and Planning NetworkminorStrategic or Co-development PartnerCollaborative partnership with Environmental Law Institute and Lincoln Institute of Land Policy for research on integrating land use and water management planning across states.
• Whirlpool CorporationcoreStrategic or Co-development PartnerAWE Vice Board Chair Ron Voglewede serves as Global Sustainability Director at Whirlpool. Whirlpool is Gold Sponsor of AWE Annual Member Meeting. Made top 25 of Newsweek's Most Responsible Companies.
• WaterSmart InnovationscoreGTM or Marketing PartnerCo-presenter of WaterSmart Innovations Conference and Exposition, the largest urban water-efficiency conference in the world, with Southern Nevada Water Authority and other organizations.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• California Water Efficiency Partnership: CalWEP is the California-focused equivalent of AWE and a direct collaboration partner on the Water Conservation Tracking Tool and regional meetings. Both organizations pursue water-efficiency programming and member-driven convening for utilities.
• WaterNow Alliance: WaterNow Alliance is a nonprofit serving local water utilities with policy, program, and financing resources. It overlaps with AWE in serving municipal utilities with conservation, affordability, and sustainable water management programming.
• US Water Alliance: US Water Alliance is a national nonprofit coalition promoting sustainable water policy and One Water approaches. It mirrors AWE's convening model, North American focus, and reliance on utilities, businesses, and government stakeholders as members.
• Water Environment Federation: WEF is a member-driven technical and educational organization for water-quality professionals, focused on wastewater and water reuse. Like AWE, it operates through membership, conferences, technical resources, and policy advocacy for the water sector.
• Water Research Foundation: WaterRF is a nonprofit research organization funded by utilities to advance water science and engineering. AWE collaborates on grant-funded research (e.g., WRF 5265 on peak water demand), and both organizations share the utility-funded, applied-research nonprofit model.
• American Water Works Association: AWWA is the largest U.S. water-sector membership organization and standards body. AWE co-developed the G480 Water Conservation and Efficiency Standard with AWWA, and the two organizations are deeply intertwined in serving water utilities with standards, training, and member programs.

Broad incumbents

• IAPMO Group: IAPMO is a major plumbing and mechanical codes organization with deep water-efficiency standards activity. AWE board member Dain Hansen is an IAPMO EVP, and both organizations intersect on plumbing/fitting efficiency standards and code development.
• Water Reuse Association: WRA is a broader trade association advancing water recycling and reuse. While not focused exclusively on conservation, it serves overlapping utility, agency, and corporate members with research, advocacy, and conferences — making it an adjacent incumbent in the water sector.
• International Water Association: IWA is a global water-sector membership and knowledge network spanning utilities, researchers, and policymakers. It is a broader incumbent to AWE in water-sector convening and thought leadership, but with an international scope.

Others

• Pacific Institute: Pacific Institute is an independent water-research think tank producing influential reports on water use, climate, and policy. It is thematically adjacent to AWE — informing the same policy and utility conversations — but operates as a research/advocacy shop rather than a member-driven service organization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/A4WE
• LinkedInlinkedin.com/company/alliance-for-water-efficiency

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Alliance for Water Efficiency