During World War I, Britain faced the immense challenges of maintaining morale and supporting the war effort on multiple fronts. One of the more creative and socially significant responses to these challenges was charity matinees—often shortened to “charity mats.” The upper classes organized these events. They played a crucial role in fundraising and boosting spirits during a time of great uncertainty.
The Origins and Purpose of Charity Matinees
Charity matinees were not a novel concept when World War I broke out. The tradition of organizing special performances for philanthropic causes had deep roots in British society.This was particularly true among the aristocracy and well-to-do classes. However, the war gave these events new urgency and significance.
As Britain mobilized for war, the need for funds to support soldiers, their families, and other war-related causes became pressing. New initiatives quickly supplemented traditional fundraising methods, including the organization of charity matinees in theaters across the country. These events usually occurred in the afternoon, allowing a broader audience to attend. They also included performances by some of the leading lights of the British stage.
A variety of causes, including the YMCA, Red Cross, Belgian Relief Fund, Blind Heroes Fund, Actors’ Benevolent Fund and Variety Artistes’ Benevolent Fund, benefitted from charity matinees. For example, famed comedian, singer, and actor, George Robey, frequently donated the proceeds of his performances at the London Coliseum to the Soldiers’ and Sailors’ Free Buffet. This charity met every incoming troop train with free food and drink.
The upper classes, often the primary organizers and attendees of these events, saw them as both a duty and a privilege. They were a way to contribute to the war effort while maintaining social cohesion and cultural vitality.
The Theatrical World Responds to War
The outbreak of war had a profound impact on the British theatrical world. Many actors, directors, and playwrights enlisted or were otherwise involved in the war effort, so the theater community was eager to contribute to the cause. Charity matinees provided a perfect platform for this.
Major theaters in London and other cities began scheduling regular charity performances, with all proceeds going to wartime charities. These events often featured a mix of popular plays, musical performances, and special appearances by celebrities—including society women—of the time. All-star galas, on-stage auctions, garden parties, and bazaars joined actual performances in theaters. The theater community, already central to British culture, thus found itself playing a key role in the war effort.
The popularity of charity matinees was bolstered by the involvement and attendance of members of the royal family and other high-profile figures. Their presence added an element of prestige and encouraged even greater participation from society’s elite.
Like many members of high society, Lady Diana Manners was fond of masquerade balls. For the war, however, she donned nurse’s garb at Guy’s Hospital. Still, she and others like her indulged their love of dressing up through the charity matinee. High-born young ladies and society scions would appear at fundraising shows for afternoon performances.
Why Matinees?
At first, afternoon charity events were intended to leave stages open to normal evening performances. But as the war continued, other reasons appeared. The UK government implemented the Summer Time Act in 1916 in an effort to save coal. Additionally, there was a decrease in available transportation options at night. And, beginning in 1915, people were concerned about nighttime Zeppelin bombing raids. All these led to a larger number of theatergoers choosing to attend shows in the afternoon instead of the evening.
As a result, matinee performances gained popularity in the West End by the second year of the war. The number of matinees in West End theaters varied. Only a few had only one per week, while others had as many as six.
The Social Aspect: A Meeting of the Classes
While charity matinees were organized and attended primarily by the upper classes, they were by no means exclusive. In fact, one of the significant aspects of these events was their ability to bring together people from different social strata in support of a common cause.
For many working-class citizens, attending a charity matinee provided not just entertainment but a rare chance to hobnob with the social elite. These events, though rooted in high society, often created a sense of unity and collective purpose that transcended class boundaries.
The war effort required contributions from all levels of society. Therefore, charity matinees became a microcosm of the larger national project. The blending of classes in the theater—a space traditionally associated with both high culture and mass entertainment—mirrored the broader social changes brought about by the war.
Even though there were high-society attendees, the men were still away at war. Society girl Philippa Stevens laments the fact in my historical novel, Roseleigh:
“Today is the opening of Parliament,” Philippa countered, referring to the event heralding the start of the bon ton. “With little society except for fundraisers and charity-mats, how am I supposed to find a husband? Conjure one from thin air?”
The Content of Charity Matinees: A Mix of Entertainment and Patriotism
The content of the charity matinees varied widely, but certain themes and genres were particularly popular. Charity matinees frequently featured patriotic plays and musicals that reinforced the themes of sacrifice, honor, and national duty. Productions of Shakespeare, with their emphasis on heroism and moral fortitude, also saw a resurgence during this time.
In addition to the standard theatrical fare, many charity matinees included special performances designed to directly address the war. For example, plays depicting the struggles of soldiers at the front or those left behind at home were common. As well as entertaining, these performances also educated the public about the realities of war.
Music played a significant role in charity matinees, with popular wartime songs often included in the program. Many of these songs became anthems of the war, helping to boost morale and solidarity among the audience.
At others, there was minimal acting involved. Instead, the focus was on dressing up and creating a spectacle. The audience would politely applaud and depart, content in their contribution to the war effort. For example, in November 1917, the Palace Theatre featured the Angels tableaux. A group, including Violet Bonham-Carter, the ex-Prime Minister’s daughter, and Hazel, Lady Lavery, recreated various Old Master paintings.
Charity mats became so popular, in the last week of June 1915, The Tatler’s Letters of Eve column reported several competing for audiences at the same time:
Princess Patricia’s Comforts Fund, one for her Canadian Light Infantry; Mrs Keppel’s entertainment at the Ritz for the Officers’ Hostel in Belgrave Square; and the In-Aid-Of at Wyndham’s Theatre on Monday week for Lady Lytton’s hospital in Charles Street.
One Noteworthy Charity Mat
In a response to the declaration of war, actor-manager Herbert Beerbohm Tree took immediate action. He reproduced his extravagant 1912 performance of Drake at His Majesty’s Theater. All profits went to the Prince of Wales’s Fund, specifically intended for theater professionals injured while serving in the military. The entire cast volunteered to accept reduced pay rates and Phyllis Neilson-Terry, who played Queen Elizabeth, even donated her entire salary. Drake’s run, though brief, generated a massive £2,000, the equivalent of £220,000 today.
The Impact of Charity Matinees
The impact of charity matinees during World War I extended far beyond the funds they raised. These performances played a crucial role in maintaining the cultural life of the nation during a time of crisis. They provided a space for reflection, patriotism, and communal support, helping to sustain public morale during the darkest days of the war.
For the theater community, charity matinees were a way to contribute to the war effort by doing what they did best: entertain and inspire. For the broader public, these events offered a temporary escape from the hardships of wartime life and a reminder of the resilience of British culture.
Moreover, charity matinees helped to forge a sense of national unity. By bringing together people from different social backgrounds in a shared cause, these events reinforced the idea that everyone had a role to play in the war effort, regardless of class or status.
Legacy of the Charity Mats
The influence of World War I charity matinees continues into modern times. Cultural events remain a means of fundraising and performers mobilize during times of crisis as part of this tradition. The success of these performances during the war set a precedent for future charitable activities, demonstrating the power of culture to unite and uplift a nation in times of need.
For example, Oswald Stoll was the owner of over 30 theaters across the UK during WWI. In addition to volunteering his venues for charity mats, he used his them to sell War Seals. These funded a mansion-style block of flats for wounded veterans. The resulting Stoll building, even a century later, remains at the core of the UK’s top charity for providing supported housing to veterans in need.
The memory of charity matinees became a symbol of the unity and determination that had seen Britain through the conflict. The theater, which had played such a vital role in maintaining public morale, continued to be a cornerstone of British cultural life, with many of the performers and productions that featured in charity mats going on to enjoy lasting acclaim.
Conclusion
World War I charity matinees represent a fascinating chapter in the history of Britain. These events were driven by the creativity and dedication of the upper classes. They not only raised significant funds for the war effort, but also helped to sustain the cultural and social fabric during a time of unprecedented challenge. Through these performances, the theater community and the broader public found a way to contribute to the war effort. This affirmed the importance of art and culture in even the darkest times.
What did you find most interesting about charity mats during WWI? Are there modern types of charity fundraising events you think are similar? I look forward to your comments.
If you’re interested in how I’ve portrayed other aspects of the WWI home front in my historical novel, Roseleigh, consider joining my mailing list.
Notes & References
Lucinda Moore, “Music & Morale—Lena Ashwell and the healing power of concerts at the front,” Picturing the Great War, July 18, 2014.
Luci Gosling, “Motley & Morale—The Role of Fancy Dress in the First World War,” Picturing the Great War, December 10, 2015.
Luci Gosling, “Buffets for the Buffeted—tea, trains & comfort for soldiers & sailors a century ago,” Picturing the Great War, December 17, 2015.
Roger Foss, “How British theatre raised funds in World War I,” The History Press, October 31, 2018.
Don Gillan, “British Theatre in World War One,” Stage Beauty.
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