The development of farmers mutual funds cooperative has solved many external difficulties for farmers, but in the context of the difficulty of overall income increase, some farmers’ endogenous dilemma of low enthusiasm for participation has gradually presented itself. Based on the endogenous power perspective, this paper uses the micro investigation data of 262 farmers in mutual funds cooperatives in Nanjing, Jiangsu Province, to construct quantile regression and OLS regression models to verify the effect of mutual funds cooperatives on the income of rural households. Studies have shown that endogenous power has a significant positive effect on the household income of farmers who join the society, and that the income increase effect of high income farmers is better than that of low income farmers. Proportion of household labor force, value of productive fixed assets, social status and ease of loan also have a certain impact on the income of farmers entering the society. Therefore, we should actively cultivate the endogenous power of farmers, give play to the leading role of farmers themselves, help cultivate social capital, improve the income increasing mechanism of low income farmers, optimize the rural social credit environment, and then build a comprehensive farm income increase mechanism.