How to Write an Open Call That People Actually Want to Apply To

At Call For Curators, we spend a lot of time reviewing open calls. Over the years, we’ve noticed that the opportunities generating the most interest often have one thing in common: they communicate clearly.

Yet many open calls fall short before applications even arrive. A lack of clarity, confusing eligibility criteria, lengthy forms or unrealistic timelines can discourage qualified candidates from applying. Here are a few tips on how to write open calls that clearly convey the value of a project or position and attract strong applicants.

Be Strategic About the Title

Nowadays, most job and opportunity searches happen online. Candidates might stumble upon an open call on platforms like Call for Curators, or they might actively search for specific terms in search engines. Either way, the title is often the first—and sometimes only—thing a potential applicant sees. That’s why being strategic with your title matters so much.

Make sure all the relevant keywords are included in the position or opportunity title. Think about what a curator or art professional would actually type into a search bar: “curatorial residency,” “open call exhibition 2026,” “research fellowship.” Then build your title around those terms, and be as specific as possible. For example, if you’re offering a residency that covers all costs, highlight it in the title, e.g.: “Fully Funded Curatorial Residency”. That small addition immediately signals value and removes guesswork for the applicant. 

Highlight the Essentials

Many open calls begin with lengthy institutional statements or project descriptions. While context is important, applicants first want to know the basics. What is the opportunity? What are the key dates? How much funding is available? The most effective open calls answer these questions immediately. A short summary at the beginning allows potential applicants to quickly assess whether the opportunity is relevant to them.

In addition, most applicants will not read an open call from beginning to end, they will scan it first. This makes formatting just as important as content. Use clear headings, short paragraphs and bullet points to separate key information. Deadlines, budgets, fees and submission guidelines should be easy to locate without searching through multiple sections of text.

Remove Ambiguity Wherever Possible

One of the most common reasons applicants abandon an application is uncertainty. If people have to guess whether they are eligible, what materials are required or how selections will be made, many will simply move on.

Be specific about expectations and requirements. State the number of work samples required, accepted file formats, budget information, eligibility criteria and project timelines.

Clarity also helps build trust. Explain how applications will be reviewed, who will be involved in the selection process and when decisions will be communicated.

Consider Accessibility and Fairness

Every application asks for labour. The question is whether the amount of work requested is proportionate to the opportunity being offered. A small exhibition opportunity should not require an extensive project proposal at the application stage. Likewise, asking applicants to repeatedly enter information already available in a CV or portfolio creates unnecessary barriers.

Review your application process from the perspective of someone applying for the first time. What requested information is genuinely necessary? What could be simplified? Is the submission platform straightforward to use? Can unpaid and labour-intensive application tasks be avoided?

Organisations that proactively design their open calls for accessibility and are mindful of the effort involved in the application process are likely to attract a stronger and more diverse pool of applicants.

Use Inclusive Language

Barriers can also come from the language used in open call descriptions, which may discourage diverse candidates. As executive search firm Peridot notes, gender-coded or corporate language (such as “fast-paced” or “competitive”) as well as jargon—common in the art world—and long requirement lists can disproportionately exclude women, candidates from underrepresented backgrounds, disabled candidates and career changers.

To counter this, use accessible, clear language. Show flexibility and offer support where possible. For example, add a disclaimer welcoming applicants to indicate any accessibility needs or adjustments they might require. 

Timing Matters More Than You Think

Even the most compelling opportunity can struggle if the timeline is unrealistic.

Applicants often need time to gather supporting materials, request references, prepare portfolios and fit applications around work, caregiving responsibilities and other commitments. Short deadlines tend to favour those with greater resources and flexibility.

Whenever possible, allow at least four to six weeks between publication and deadline. Consider avoiding major holiday periods and provide a clear schedule outlining when applicants can expect outcomes, project start dates and other key milestones.

Looking to promote an open call? Call For Curators helps organisations, galleries, museums, residencies and publishers reach an international audience of curators, artists, writers and cultural professionals. Explore our announcement options to share your opportunity with a global network of arts practitioners.

Image credit: Buchhändler, Public domain, via Wikimedia Commons

Download the Resource: Open Call Checklist: 18 Questions to Ask Before You Publish

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