To make Serve better, AMEX added personal tools. Widgets, really. You can choose the ones you like, customize them, and grab and post them on your social network or blog sites: Serve Social Good Donating to charity made easy! Use this personal tool to send some money to a good cause — right from your online account dashboard. Personal Selling Serve can be your cash register. This tool makes it easy to accept and track payments for personal items you sell online. Personal Event Widgets Raising dough for college? Or managing collections for a charity drive? This tool simplifies the process of accepting and tracking donations.