Hospitals venturing into educational programming for older adults may do so with some trepidation, since older adults have a documentable poor record of participation. Therefore, this study examined the relative importance of previously identified motivational factors when an institution has no proven record in gerontological programming. Fifty-two participants attending a conference for older adults completed a questionnaire addressing participant and comparative characteristics, as well as reasons and comparative reasons for attendance. A Likert scale ranging from "very important" (1.0) to "very unimportant" (4.0) was used for each question. Participants were primarily well educated, financially comfortable women who were actively pursuing cultural and social activities. They ranked content need or interest (1.7) as the primary motivating factor, followed by institutional sponsorship (2.4), social interaction (2.7), and close association with the hospital (3.3). Institutions new to gerontological programming are well advised to develop programs that address the needs and interests of their target audience. Using personal characteristics of participants described in this study, those likely to attend can be identified and strenuously recruited. (Author/KC)