SAN JOSE, Calif. — Russ Donnici, a 32-year veteran of the HVAC industry, has established the HVAC Alliance, a cooperative marketing organization for residential contractors, says the organization. The primary focus of the HVAC Alliance is to provide leads at a reduced cost per lead to participating alliance members.

HVAC Alliance members will receive leads through the Web site, www.needafurnace.com. Each time consumers use the free Furnace Budget Estimator, the information will be sent to the local HVAC Alliance member in their area.

For more information on the alliance, call 800-913-4822 or visit www.hvacalliance.com.