Based on the crowdfunding poverty alleviation mode, this paper discusses the optimal pricing decision and poverty alleviation participation mode selection of risk-averse farmers who lack production fund and face the market uncertainty. We obtain the optimal pricing decision-making of farmers by constructing the decision models of farmers under the traditional poverty alleviation mode and crowdfunding poverty alleviation mode. The results reveal that:1) When the size of altruistic consumers is small, the farmer only adopts the low-price strategy in the crowdfunding mode. Besides, the selection of the optimal mode towards poverty alleviation participation for the farmer depends on the interaction of the altruistic consumers ratio and altruistic motivation intensity. On the contrary, the optimal mode is only related to the latter and the altruistic consumers ratio only affects the pricing strategy. 2) The traditional mode is preferred when farmers’ risk aversion, loan interest rates or demand uncertainty is low. 3) The farmer tends to choose the crowdfunding mode when the consumers’ crowdfunding risk is lower.