The Georgia Flow Incentive Trust (GA-FIT) is a project designed to test innovative drought responses to protect Georgia’s streams while also protecting the economic well-being of Southwest Georgia farmers. The project is capitalizing on recent data and research to design a more targeted, quantified, and effective approach to agricultural water conservation during drought, with a focus on incentives for voluntary irrigation suspension. By field-testing new incentives for drought response with real farmers, we aim to attain benefits for endangered species and water users when water is most scarce – and most needed.