diff --git a/jquery-loadTemplate/jquery.loadTemplate-1.2.0.js b/jquery-loadTemplate/jquery.loadTemplate-1.2.0.js
index <HASH>..<HASH> 100644
--- a/jquery-loadTemplate/jquery.loadTemplate-1.2.0.js
+++ b/jquery-loadTemplate/jquery.loadTemplate-1.2.0.js
@@ -361,7 +361,7 @@
             formatter = $elem.attr("data-format");
             if (formatter && typeof formatters[formatter] === "function") {
                 var formatOptions = $elem.attr("data-format-options");
-                return formatters[formatter](value, formatOptions);
+                return formatters[formatter].call($elem[0],value, formatOptions);
             }
         }
Pass element to formatter function

let others control elements as well as values associated with template
formatters by passing element as this to to the formatter function