Above the Fold: From Perception to Action - The Data Behind Our New Communications Initiative
As readers of this publication know from previous editions of the Communications Update, NACWA is engaged in a comprehensive communications initiative targeted at helping public clean water utilities improve communications with their customers and local communities.
While the ultimate deliverables of this initiative will be a toolkit with a variety of messages and actions that utilities can use to better engage their customers and increase their visibility in their communities, a key component of the project in recent months has been a research phase with in-depth surveys of NACWA’s members, stakeholders and clean water utility customers to get a true, unvarnished opinion of how these various groups actually view the sector.
Although NACWA is still analyzing the results of this research and will share the full data with members in Spring 2026 when the final deliverables from the communications initiative are published, I wanted to share a sneak peek with you all now because I think there are some very interesting initial findings. The results reveal both challenges and opportunities for the clean water sector to better communicate its story. These insights are now guiding our work to help utilities develop messaging and actions that build trust and elevate the influence of public clean water utilities.
Here are five takeaways that I found most compelling from our recent research:
1. Customers and Utilities Prefer Different Communication Channels
One of the clearest takeaways: customers and utilities prefer different communications channels. A consistent finding across audiences is the disconnect between how utilities like to communicate and how customers prefer to receive information. Utilities continue to rely on in-person meetings, email, newsletters, and professional networks, while customers say they respond more strongly to direct mail, email and text messages. Closing this gap will be key to deepening public understanding and strengthening trust.
2. Water and Wastewater Utilities Rank Lowest in Public Perception
Once again, water and wastewater services landed last in the “utility popularity contest” based on customer performance perception as compared to electricity, natural gas, cell phone and internet providers. Water and wastewater even came in behind trash and recycling collection! While this is not necessarily an unexpected finding, it reinforces the need for proactive, consistent and relatable communication that makes the sometimes invisible but unquestionably vital work of clean water utilities much more prominent in the public’s eye before problems arise.
3. Customers Believe Clean Water Is Worth the Cost
The majority of customers reported feeling that water and wastewater services are worth what they pay. This is interesting and seems somewhat contradictory given how poorly respondents rated the water and wastewater sector compared to other utility providers. But is also suggests that there is room to grow the customer perception of our services with the right strategic communications approach. However, more than half of respondents expressed concerns about affordability, clearly indicating that this is a significant challenge the sector must continue to address.
4. Customers Are Willing to Pay More—But Only Modestly
While customers see value in clean water services, survey responses also show that they are only willing to pay slightly more for safe, reliable service. Most respondents are only willing to pay between $5 and $10 more per month. This underscores the need for careful rate communication that emphasizes transparency and impact. Customers are open to investment—but they want to clearly understand where their dollars are going.
5. Desire for Quality Service Is High, but Understanding Is Low
Customers continue to express a high desire and appreciation for clean water utilities to deliver safe and reliable service. However, far fewer say they understand the infrastructure behind the system, the cost drivers or the future investments needed. Closing this gap remains a major challenge, but also a potential untapped opportunity, for the sector
NACWA and its contractor for this initiative, StandPoint Public Affairs, presented these findings to the NACWA Board of Directors during the Fall Leadership Meeting in November. The initiative will now move into a phase of message and action item development, with the creation of a “communications toolkit” that all NACWA members can ultimately use. We look forward to sharing these deliverables with the full membership in Spring 2026.
This is a very exciting time in the NACWA communications world! Members with questions may contact me at any time.
- Rahkia Nance, NACWA’s Director of Communications.
Amplifying the Case for Clean Water SRF Reauthorization
To support advocacy for the Clean Water State Revolving Fund (CWSRF), NACWA recently asked utilities in states with Members of Congress on key congressional committees to craft op-eds highlighting the consequences of failing to reauthorize this critical funding mechanism. These pieces are especially timely as the U.S. House Transportation and Infrastructure Committee’s Subcommittee on Water prepares to take up reauthorization legislation.
Charlotte Katzenmoyer, CEO of Capital Region Water, illustrated the real-life impacts in this
piece that was published this month.
The CWSRF is set to expire at the end of FY 2026. It was last reauthorized in 2021 through the Infrastructure Investment and Jobs Act, which authorized $3.25 billion across FY 2025 and 2026. The program currently receives about $1.6 billion annually.
NACWA appreciates members’ efforts to amplify this message. Staff will continue to share op-eds as they are published.
NACWA has resources available for members that would like to participate in this advocacy effort. Members interested in writing op-eds may contact
Kaitlyn Montan, NACWA’s Legislative Director, or
Rahkia Nance, NACWA’s Director of Communications, for more information.
Lessons from Clean Water Utilities: Communicating the “Invisible”
NACWA staff highlighted strategies for communicating about the often-invisible clean water systems that keep communities running during an October meeting of the National Capital Chapter of the Public Relations Society of America,
The session focused on the unique challenge of engaging the public and policymakers on issues that are typically out of sight and out of mind—until something goes wrong. Staff shared how utilities—and other sectors that communicate “invisible” topics— can shift that narrative by:
- Translating infrastructure into impact
- Using storytelling to resonate with diverse audiences
- Building and sustaining public trust
- Avoiding common jargon traps
The
presentation also spotlighted examples from NACWA members who have successfully deepened public understanding of the clean water sector.
Stay Tuned: StratComm 2026 Announcement Coming Soon
Anticipation is building for the 2026 Strategic Communications: H2O Workshop and NACWA has received questions from several members about details. NACWA is thrilled to see so much enthusiasm across the membership and appreciates your patience as staff continues to finalize logistical details. Please keep an eye on your email inboxes for an announcement in the coming weeks – we hope to be able to announce the dates and location before the end of the year!
A Splash of Inspiration: Creative Communication from 2025
A wide range of creative and engaging communications efforts from utilities across the country have inspired, educated and informed millions of people over the past year. Here are some examples that highlight the innovative ways clean water utilities are connecting with communities, elevating public understanding and finding fresh approaches to telling the clean water story. This is not an exhaustive list, but a sampling of campaigns that caught our attention in 2025. If you have more examples to share, please contact
Rahkia Nance.
We hope this list sparks ideas and inspiration as you plan for the year ahead!
Behind the Tap, Prince William Water
The
Behind the Tap podcast serves up an inside look into the water sector with quarterly conversations … Each episode breaks down the issues and trends relevant to the sector, while giving customers a unique look into the inner workings of the utility. And all in a way that feels more like storytelling than a utility briefing.
Lake Erie League, Northeast Ohio Regional Sewer District
Leave it to NEORSD to turn wastewater education into a page-turner! Their
new comic book transforms sewer science into superhero-level fun, giving readers an inside look at the underground world that keeps Cleveland safe—complete with colorful villains and real-world lessons.
Pipa’s Big Adventure, San Antonio Water System
SAWS’ charming
new children’s book takes on two of the biggest troublemakers in wastewater—grease and wipes—and turns them into characters kids (and adults) won’t forget. It’s part story time, part public service announcement - and fully delightful!
Collection Services Video — Union Sanitary District
Union Sanitary District’s Collection Services
video gives viewers a behind-the-scenes tour of the crews who maintain miles of sewer lines every day. It’s a quick, engaging look at the work that rarely makes headlines but always keeps the system moving.
How We Treat Your Wastewater, Metro Water Recovery
This kid-friendly
wastewater treatment explainer video from Metro Water Recovery turns a complex process into something bright, simple, and surprisingly fun. Animated microbes, easy-to-follow steps, and a friendly talking fish create an approachable entry point for young scientists (or curious grown-ups).
IT’s a Sewer Campaign, St. Louis Metropolitan Sewer District
A clever play on the classic horror motif,
IT’s a Sewer uses familiar visuals and humor to grab attention—and redirect it toward sewer safety and responsible flushing. It’s spooky, it’s smart, and it gets the message across without the scary clown.
The One Water Story
Told through powerful visuals and clear, accessible narration,
The One Water Story from the Metropolitan Wastewater Management Commission, and the City of Springfield, Ore., ….. weaves together drinking water, wastewater, and the environment into one cohesive journey. It’s a share-worthy reminder that every drop has a past, a purpose, and a future.
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