I suppose if you are really committed to your church or alma mater this would be of great interest.
I see "planned giving" concept advertised in the alumni magazine all the time. My institution (U.Va) has more money than god, yet they still dun me every quarter in a mailing for a handout as well as in the magazine.
It would creep me out to have a total stranger (charity, church, etc.) own a "contract" on my life. I'm not against the concept (or a life settlement or viatical) for those who want it, but it's just not for me. Seems ghoulish. This is a "utilization" I'll leave to others to write.
To reiterate it's about legacy mostly, and caring for some institution to a high degree. People leave their alma-mater or church life insurance money all the time. This strategy is just a process for making the premiums you put into the policy tax deductible.
If you didn't have a really tight relationship with the institution it would be kind of odd, certainly. But, if you wanted to make sure that some future library was named after you, it's a lot less taxing on your finances than ponying up the actual cash.