ROI Marketplace CEO Joe Burton, alongside his wife Andie, their sons Mark, and Alyx, alongside their beloved pack of six frenchies, have officially launched IVDDAwarness.Org: Elsie’s Way – a not-for-profit organization dedicated to helping dogs suffering from Intervertebral Disc Disease (IVDD).
This deeply personal initiative is inspired by the family’s own experience navigating the emotional, physical, and financial challenges of IVDD. The foundation’s mission is simple but powerful:
To educate pet owners about IVDD while providing financial assistance for life-changing surgeries, and ensuring that no dog is left untreated because of cost.
From Heartbreak to Hope: The Story Behind the Foundation
The foundation’s namesake, Elsie, was a French Bulldog adopted by the Burton family after a difficult life as a mistreated breeder dog. Shortly after joining their family, Elsie showed signs of severe back pain. She was soon after diagnosed with IVDD, a degenerative spinal condition common in breeds like French Bulldogs and Dachshunds.
Initially, the Burtons were told that emergency surgery could give Elsie a 90% chance of walking again. Like many families, they hesitated, not fully understanding the urgency. By the next morning, Elsie had lost all feeling in her back legs. Though the surgery ultimately failed to restore her mobility, Elsie’s spirit never wavered. With the help of a wheelchair and the family’s constant care, she continued to live a joyful, love-filled life.
A year later, Elsie suffered a second IVDD episode, this time affecting her front legs. This time, the family acted immediately. Surgery was successful in restoring partial mobility in one leg and full mobility in the other. Through these experiences, the Burtons witnessed firsthand how timing, treatment, and finances can make the difference between a dog walking again – or not.
Soon after, the family welcomed Mitsy, another French Bulldog with IVDD who had been surrendered to a rescue shelter because her previous owner couldn’t afford her surgery. Although Mitsy’s surgery had already failed, the Burtons gave her a forever home – one filled with care, mobility aids, and love. But it left a haunting thought: “What if Mitsy’s owner had the support to act in time?”
Understanding IVDD - and the Financial Strain
Intervertebral Disc Disease (IVDD) is one of the most common spinal conditions in dogs, especially in small breeds with long backs. It happens when the cushion-like discs between a dog’s vertebrae begin to deteriorate, eventually pressing on the spinal cord. The condition can come on suddenly, often after something as simple as a jump from the couch or a fall.
For families, it’s terrifying – not only because of what their dog is going through, but also because of what treatment might cost.
IVDD surgery often ranges between $3,000 and $8,000, not including diagnostics like MRIs, medications, and rehabilitation. Many families are forced to make heartbreaking decisions based not just on what their dog needs, but on what they can afford. Some end up surrendering their pets to shelters. Others are forced to euthanize. And many dogs lose mobility simply because the funds weren’t available in time.
The emotional toll is immense. The financial stress is real. The IVDD Foundation was created to help lift that burden.
A Mission to Help 1,000 Dogs - and More
The IVDD Foundation: Elsie’s Way was born out of a desire to change the outcomes for dogs and their families. The foundation is committed to helping pet owners navigate IVDD with both financial and emotional support. Its core goals include:
1. Funding surgeries for families who can’t afford them.
2. Raising awareness about the early signs of IVDD and the urgency of acting quickly.
3. Providing resources on diagnosis, care, and long-term quality of life.
4. Building a supportive community of dog owners who are walking the same path.
The foundation offers grants for surgery costs, educational materials, and an open forum where owners can ask questions, share stories, and connect with others. They hope to partner with veterinary clinics, rescue organizations, and donors across the country to expand their reach and impact.
“Our goal is to help 1,000 dogs – or more – get the care they deserve,” said Joe Burton. “We don’t want another family to lose their dog’s mobility, or worse, just because they didn’t have the funds or the knowledge in time. This is Elsie’s legacy. This is her way.”
How You Can Help
The IVDD Foundation relies on donations from individuals and businesses to fund surgeries and educational outreach. Whether it’s $5 or $5,000, every contribution goes directly toward helping a dog in need get the chance to walk, run, and play again.
“We’ve seen firsthand what happens when support is there – and when it’s not,” said Andie Burton. “If you’ve ever loved a dog, you know how heartbreaking it is to watch them suffer. They’re a part of your family after all. But you also know how rewarding it is to help them heal.”
To support the foundation or learn more about partnership opportunities, visit https://ivddawareness.org
Together, we can give every dog with IVDD the second chance they deserve.
The Family’s Dream
The Burton Family’s Dream is to one day have a full service facility in their home city of Buffalo, NY, that will house dogs from all over the world who have been affected with this disease. They will have around the care attention for both medical and emotional needs. But for now, they just want to save one dog at a time.
