Finding a tag on sitemaster and changing a value

I have the below code in a master page html.  This master page uses bootstrap so changing to a control would be a major ordeal without screwing up the layout for me.
So I want to find the item that says shopping cart and update its value.  Any idea?
<ul class="nav navbar-nav"> <li><a runat="server" href="~/">Home</a></li> <li><a runat="server" href="~/About">About</a></li> <li><a runat="server" href="~/Contact">Contact</a></li> <li><a runat="server" href="~/BusinessForms/ShoppingCart">ShoppingCart(0)</a></li> </ul>