When her father was diagnosed with kidney cancer in 2020, Maria Saleiro started running for her mental health.
That mini self-care moment carved out of her day soon became a mindset. She found a new community through her run club in Portugal, Run&Win[e], and a lifelong running coach and confidante in the club’s founder, Diana Fernandes. Maria's running journey has been truly transformational. A journey that has only just begun.
Maria is taking on the Abbott World Marathon Majors and the 2025 TCS London Marathon will be her next stop. She completed the 2024 BMW Berlin Marathon in sub-4:00 last September.
And if ticking off another World Major wasn’t enough, London also marks the first time Maria has fundraised. As a pharmacist and advocate for universal healthcare, Maria is raising money for World Child Cancer, an international charity working to reduce inequality in childhood cancer treatment.
“Every child, no matter where they live, deserves a fighting chance,” Maria says. “As a mother, I can’t imagine anything more important than giving kids the opportunity to grow up healthy and happy. And as a pharmacist, I see firsthand how access to treatment changes lives.”
The survival rate for children with cancer in countries such as the UK and the US is more than 80%, but in low-income countries it can be as low as 10%. (WHO, 2025)
Maria is also running to honour her father, Dr Manuel Saleiro, who passed away in 2023.
“I know how hard that fight can be. Supporting World Child Cancer feels like the perfect way to honour his memory and help families around the world facing similar battles," Maria says.
She is running for her mother, too, who stayed by his side throughout. London was a special place for the couple, as they spent their honeymoon in the city.
Before Maria set up her Enthuse page she turned to her friends who had fundraised a few times. And just like any good friend, they didn’t hold back with the brutally honest feedback.
“They said, ‘That’s going to be really tough!’ Not exactly the vote of confidence I was hoping for…” jokes Maria. However, she needn’t have worried as she is on track to raise more than £3,000 for World Child Cancer.
If you’re looking to close in on your target, here are her top three fundraising tips to help get you there.
1. Break your target down into smaller goals
Don’t be daunted by your fundraising target. Start by breaking it down, whether that’s, 'How many tenners is that?' or, 'How many people shall I approach today?'.
Maria always has a fundraising challenge up her sleeve, even on holidays and birthdays. She is also a maths genius and raised more than £600 with the two pushes below.
“On Christmas Eve, I launched a challenge for 24 people to donate £12 by the end of the day. I shared the names of the donors in real time, and it created a bit of a buzz and brought in more donations than I expected.
“Then for my 38th birthday, I set another challenge to raise £380 over three days, which also happened to be 38% of my total fundraising goal at the time. I started with £1,440 and by the end of the weekend, I had raised £1,828 - hitting my target and a little more!”
2. Ask your employer to get involved
Some employers offer match funding and either match the money you raise pound-for-pound or donate a fixed amount to your cause. Even if your employer doesn’t offer match funding, it’s worth a conversation to see what you can do in the workplace.
Maria’s employer, AllPharma, came up with an ingenious fundraising campaign that gave back to its customers, thanks to her colleagues Dr António Nogueira and Dr Ricardo Nogueira.
Throughout December customers could donate in exchange for a handful of medical services the pharmacy offered, or make a one-off contribution. The doctors placed a donation box on the pharmacy counter, and it became a talking point in the local community. They raised £880 and it has inspired the pharmacy to do this annually and support other charities.
3. Assemble your hype squad
Come Marathon Day, take a moment to appreciate all you have achieved through training and fundraising. It’s no easy feat, and it helps to have a community around you, especially after the toughest training runs.
Maria’s running coach, Diana, has been her rock throughout.
“Diana isn’t just a running coach; she’s also a confidante and someone who lifts me to a higher level - not just in running but in life,” Maria says. “Her empathy, passion, and belief in me have been life-changing. Diana has been instrumental in this - her dedication and belief in her athletes go beyond just training plans; she genuinely cares about the people she mentors.”
Her run club, Run&Win[e], has also been a constant source of support and inspiration.
“One member of the team, Nuno, even turned the kilometers he ran in December into a donation. Every month, he selects a different charity and donates all the kilometers he runs. His gesture is truly inspiring!”
Not only will your hype squad help keep you on track and inspire you, but they will also share your story within their circles too.
