Hidden Gems: Meet Emily & Joel Buss of Birthday Box Foundation
Birthday Box Foundation co-founders Joel & Emily Buss at Primary Promise Closing Celebration.
Today we’d like to introduce you to Emily & Joel Buss.
Emily & Joel, we appreciate you taking the time to share your story with us today. Where does your story begin?
Our story started in a season of uncertainty we never expected. After my husband Joel was laid off, he poured everything into finding a new role. Hundreds of applications, dozens of interviews, even final rounds that went nowhere. As the months stretched on, our savings disappeared and we found ourselves facing a question no parent should have to ask. Do we pay the bills to keep the lights on, or do we give our child a birthday?
Around that time, I mentioned our situation to a neighbor. I had quietly created a simple wishlist for our daughters’ back to back birthdays, not really expecting anything to come of it. Within forty eight hours, strangers and friends had shown up in the most meaningful way. We went from having nothing planned to having everything needed for a real birthday celebration. In that moment, Joel and I knew that once we were back on our feet, we wanted to give that same dignity and joy to other families in our community.
That first year was a crash course in building something from the ground up. I spent every spare moment learning everything I could about the nonprofit world and how to run a sustainable organization. I dove into marketing, strategic planning, fundraising, operations, and social media, often learning in real time and applying it immediately. We treated Birthday Box like a business with a mission, knowing that strong systems and clear strategy were essential if we wanted to grow responsibly and truly serve families well.
Six months in, we built the framework for what would become Birthday Box Foundation and assembled a board of directors. After receiving our 501c3 status, we officially launched serving just one city. The need grew quickly. Within months we expanded to four cities, partnered with schools and food pantries, and hosted community days of service. We ended our first fiscal year having served 250 kids and families. As of the end of 2025, that number has grown to 2,505. During the government shutdown, when thousands of families lost SNAP benefits, our outreach efforts and community partnerships expanded even further to meet the surge in need. What started as a personal moment of kindness has become a mission to ensure every child feels seen, celebrated, and valued on their birthday.
