Access to literacy is critical to children's futures, but formal education may be insufficient for fostering early literacy, especially in low-resource contexts. Educational technologies used at home may be able to help, but it is unclear whether or how children (and families) will use such technologies at home in rural communities, particularly in low-literate families. In this paper, we investigate these questions with a voice-based literacy technology deployed with families in 8 rural communities in Côte d'Ivoire for 4 months. We use interviews and observations with 37 families to investigate motivations, methods, and barriers for rural families' engagement with a literacy technology accessible via feature phones. We contribute insights into how families view digital literacy as a learning goal, leverage networks of supporters, and over time, transition from explicit to implicit support for children's learning. [This paper was published in: "CHI '20, April 25-30, 2020, Honolulu, HI, USA," ACM, 2020.]