Madalena Eça de Abreu is Coordinating Professor of Marketing and Management at ISCAC Coimbra Business School, Portugal. She coordinates the Postgraduate in Fundraising, the Postgraduate in Events, Protocol and Strategic Communication and the Postgraduate in Territorial Branding. She works in non-profit forums and organisations as a teacher and trainer in marketing and fundraising. Over the past decades, she has been a visiting scholar at various universities and institutions. She is the Executive Editor of the International Review on Public and Nonprofit Marketing. She is involved in various charities and volunteer activities and has written a book on Religious Marketing for Portugal. She was a councillor without seat in Coimbra Municipal Council between 2017-2021.