This study seeks to identify the key factors influencing the participation of adult learners in literacy campaigns in South Africa. Preliminary research has indicated that adult educators often do not know and understand what inspires adult learners to participate in literacy education. The present study underscores that illiterates tend to be motivated by the same desire for self-actualization as any other member of society, and may well stop participating in classes unless educators are more responsive to their needs and aspirations. Vocational and economic expectations, children's education, family relations, health, social motives, and gender issues as well as simply the hope for a better future all need to be taken account of. It is also shown that functional literacy in itself does not automatically empower women in the workplace.