The smart evangelist will know what to do this evening…

Baskin-Robbins, known for its “31 flavors,” is dropping per-scoop prices to 31 cents tonight in honor of future and current firefighters.

The scoop discount runs today only from 5 to 10 p.m. at select stores and proceeds from the 31 Cent Scoop Night sales will go toward a $100,000 donation to the National Volunteer Fire Council‘s National Junior Firefighter Program.

The Junior Firefighter Program pairs youths with firefighters, rescue workers and emergency medical service workers to teach them about the various professions. Some Baskin-Robbins locations also will accept donations to local firehouses.

The longstanding ice cream vendor is even rolling out some new-media and social-media efforts to bring in customers for 31 Cent Scoop Night.

Baskin-Robbins is on Twitter (@baskinrobbins) and Facebook, and the company has set up an automated service that will send you a text message reminding you of 31 Cent Scoop Night if you send “scoop” in a text message to 31310. —From the L.A. Times