Include Exclude .. a canonical way

[Harry Putnam]

I'm wrestling with include/exclude rules and not finding a way to do
this:

Simplified command: rsync -avv --exclcude-from=rsync_exclude \
                    ~/ /dest/

Backup ~/ including ~/.kde3.5/share/apps/konqueror/bookmarks.xml
but excluding everything else under ~/.kde3.5

Here are some of what hasn't worked in an EXCLUDE file.

+ /.kde3.5/share/apps/konqueror/bookmarks.xml
/.kde3.5/

+ .kde3.5/share/apps/konqueror/bookmarks.xml
/.kde3.5**

+ .kde3.5/share/apps/konqueror/bookmarks.xml
.kde3.5/

There are a number of other combos I've tried but still not getting
the results I want.  

The coverage in `man rsync' seems too general to get a working example
of doing this.